Meghan Markle is making headlines once again, this time with the launch of a Netflix lifestyle show titled With Love, Meghan and a brand called As Ever.
However, if she believes she’s on the path to rivaling Gwyneth Paltrow’s Goop empire, she might need to reconsider. Gwyneth has been dominating this space for years, and her recent remarks suggest she isn’t even remotely concerned about Meghan’s latest endeavor.
Enter Gwyneth Paltrow—Goop’s undisputed queen and Hollywood’s reigning expert in selling things no one ever asked for but will undoubtedly buy. If Meghan assumed she was stepping into a shared spotlight, Gwyneth’s response should serve as a polite but unmistakable reality check, wrapped in organic, ethically sourced silk.
When asked about Meghan’s new venture, Gwyneth delivered an effortlessly passive-aggressive response. In an interview with Vanity Fair, she claimed she hadn’t seen Meghan’s show but added, “I was raised to see other women as friends, not foes.”
Let’s break that down. First, the classic Mariah Carey-inspired I don’t know her move. Are we really supposed to believe that one of the most well-connected women in Hollywood—who practically lives down the street from Meghan—just happened to miss the extensive PR campaign for With Love, Meghan? Unlikely. But pretending not to know is the ultimate power move, and Gwyneth executed it flawlessly. Then, there’s the signature I support all women rhetoric. Rather than outright dismissing Meghan’s brand, Gwyneth took the high road—but with a knowing smirk. She went on to say, “There’s always more than enough to go around,” which, in Paltrow-speak, roughly translates to, “Nice try, darling, but you’ll never be me.”
Meghan’s new brand doesn’t quite fit the Goop mold. As Ever offers items like raspberry spread and crepe mix—more in the realm of Magnolia Home than Goop. Chip and Joanna Gaines built their empire on genuine expertise, while Meghan’s approach feels more like a wealthy woman showcasing her expensive hobbies and calling it a business. It has the energy of a starter-pack influencer rather than an industry mogul. And the timing? Impeccable. With Goop firmly established as the gold standard of overpriced self-care, Meghan’s entry into the space comes across as opportunistic. It’s almost as if she’s hoping to ride Gwyneth’s coattails—something that wouldn’t be entirely out of character, given her track record of attaching herself to more famous names in an attempt to absorb some of their credibility.
If Meghan is hoping for a mentorship moment, she might be in for a rude awakening. Gwyneth has dealt with plenty of copycats over the years, and she’s made it abundantly clear that she has no interest in engaging in a competition that doesn’t even exist. Why would she? Goop is in no danger. Paltrow built a billion-dollar empire out of moon dust and yoni eggs—Meghan, by comparison, is still out here selling honey. The best part? Gwyneth didn’t even have to be cruel about it. She dismissed Meghan with the effortless grace of someone who knows she has nothing to prove. She didn’t acknowledge her as a rival because, quite simply, she isn’t one. And that, more than anything, is the ultimate burn.
That’s the beauty of Gwyneth Paltrow—she knows exactly how to throw shade without ever getting her hands dirty. In the end, she didn’t have to say much to make her point. Meghan Markle’s lifestyle brand poses about as much of a threat to Goop as her acting career did to Hollywood. The real kicker? Meghan probably doesn’t even realize she’s just been read to filth.
